KING COUNTY METRO | Product Design

In the HCDE course "Designing for Behavior Change", my team and I were tasked to design a product that encouraged increased use of public transportation. We designed an app for King County Metro, and were assigned a specific persona to design for.

Role

UX Designer
Visual Designer

Tools

Figma
Sketch
Photoshop

Timeline

Mar 2019 - Jun 2019

Team

Mitchell Fajardo
Stefanie Gueorguieva


Persona

Along with the prompt for this project, we were assigned a persona to design for. Our persona, Fred, is outlined below.

Fred:
Has recently started a new job. He is doing a good job, but finds it hard to mesh with his co-workers Some of his characteristics include:
         • Concerned with what others think
         • Likes high end clothing brands

"I don't know how to update my phone, and my younger sister always shows me what apps to download and how to use them"

Understanding the problem space

In this particular case, goals and barriers are incredibly important to identify:

Goals:
The goals of the business and the persona differ: 

King County Metro
• Encourage the use of alternative modes of transport instead of driving.

Fred
• Get to work on time
• Develop new relationships with co-workers at his job.

Barriers:
Before ideating a solution, we identified some potential barriers that Fred would face - demotivating him to change his behaviors.

1. Fred is familiar with driving to work, and unfamiliar with using public transport in Seattle
2. Fred tends to run late when leaving the house (and thus, perceives a need for the convenience of using his car or does not want to risk missing the bus).
3. Lacks awareness of the benefits of taking public transport
4. Fred doesn't know what to do on the bus, as his attention was previously occupied by the road.

The design

Onboarding


In these onboarding screens, certain features of the app that will motivate Fred to enroll are highlighted. For example, the onboarding screens show that many of Fred's coworkers use the app, and that Fred can work together and interact with his co-workers as he uses public transport. Since developing stronger relationships with his co-workers is a major goal of Fred's, the onboarding process zeroes in on this element of his persona. These onboarding screens also reflect the social and fun aspects of the app, making it appealing to people who don't fall into Fred's specific characteristics.

The onboarding process also previews the features of the app, allowing users with lower tech literacy to have an idea of what to expect once they have set up an account.

First Log In

The app provides the user with a tutorial upon first login. This allows users to understand how the app works, and how they can contribute to their team's points. Since the way the app works is unique, giving users an understanding of what they need to do to start using it is very important, especially for users like Fred with low tech literacy.


First Ride


In order to address the barrier of lack of knowledge regarding public transport, the KCM app incentivizes the user to get the help they need with setting up their daily route. Users can plan their daily commute from home by selecting a type of transport, departure time, and more. In Fred's case, this is addressing both his lack of knowledge of the public transportation system, as well as his need to get to his new job on time and continue to make a good impression.

Real Time Interaction


In order to address the barrier of lack of knowledge regarding public transport, the KCM app incentivizes the user to get the help they need with setting up their daily route. Users can plan their daily commute from home by selecting a type of transport, departure time, and more. In Fred's case, this is addressing both his lack of knowledge of the public transportation system, as well as his need to get to his new job on time and continue to make a good impression.

Challenges to Promote Social Interaction

In order to engage users overtime, the app includes challenges that users can participate in over time.

Challenges can be generated by the app to incentivize group usage, such as going out to lunch together while using public transportation to travel there. Users can also send and receive challenges to other members in their team, increasing the personalization of the social interaction, and allowing users to generate their own content that keeps them interested in using the application.

For a user like Fred, this allows him to make personal connections with team members, and also use the social challenges as an excuse to participate in group bonding amongst co-workers.


Points

Points gained through completing challenges can be redeemed as a team for discounts group activities and more. Group members can vote on different activities to redeem their points for. If the activity is available to them based on the number of points they have, they are given the opportunity to vote. They can see the rewards available to redeem, as well as the rewards they can save up points to work towards.


Impact

This is the first project I've ever worked on that involved designing specifically to promote a change in behavior. Designing an application motivated by the theories I was learning in class put a very interesting perspective on the design process, and showed me how to used theory to support design decisions. This project also taught me how important it is to make sure that all design decisions are driven by the needs of the user or business. I really enjoyed learning more about behavior change theory, and how theoretical UX concepts can be adapted into real products. I also was able to design for a very specific persona for the first time, and had to balance the needs of the specific persona that I was assigned to create a product for, while also assessing if the implemented features would be beneficial for the general user base.